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Wheat Growing, Flour Milling and Bread Baking: a Case Study of a Domestic Agricultural Industry Adapting to Overseas Competition

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Wheat Growing, Flour Milling and Bread Baking: a Case Study of a Domestic Agricultural Industry Adapting to Overseas Competition A Service of Leibniz-Informationszentrum econstor Wirtschaft Leibniz Information Centre Make Your Publications Visible. zbw for Economics Pickford, Michael Working Paper Wheat growing, flour milling and bread baking: A case study of a domestic agricultural industry adapting to overseas competition. Report to the foundation for Research Science and Technology NZ Trade Consortium Working Paper, No. 4 Provided in Cooperation with: New Zealand Institute of Economic Research (NZIER), Wellington Suggested Citation: Pickford, Michael (1999) : Wheat growing, flour milling and bread baking: A case study of a domestic agricultural industry adapting to overseas competition. Report to the foundation for Research Science and Technology, NZ Trade Consortium Working Paper, No. 4, New Zealand Institute of Economic Research (NZIER), Wellington This Version is available at: http://hdl.handle.net/10419/66081 Standard-Nutzungsbedingungen: Terms of use: Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Documents in EconStor may be saved and copied for your Zwecken und zum Privatgebrauch gespeichert und kopiert werden. personal and scholarly purposes. Sie dürfen die Dokumente nicht für öffentliche oder kommerzielle You are not to copy documents for public or commercial Zwecke vervielfältigen, öffentlich ausstellen, öffentlich zugänglich purposes, to exhibit the documents publicly, to make them machen, vertreiben oder anderweitig nutzen. publicly available on the internet, or to distribute or otherwise use the documents in public. Sofern die Verfasser die Dokumente unter Open-Content-Lizenzen (insbesondere CC-Lizenzen) zur Verfügung gestellt haben sollten, If the documents have been made available under an Open gelten abweichend von diesen Nutzungsbedingungen die in der dort Content Licence (especially Creative Commons Licences), you genannten Lizenz gewährten Nutzungsrechte. may exercise further usage rights as specified in the indicated licence. www.econstor.eu WHEAT GROWING, FLOUR MILLING AND BREAD BAKING A case study of a domestic agricultural industry adapting to overseas competition Report to the Foundation for Research Science and Technology Prepared by Dr Michael Pickford NZ Trade Consortium Working Paper No. 4 1999 THE NZ TRADE CONSORTIUM IN ASSOCIATION WITH THE NZ INSTITUTE OF ECONOMIC RESEARCH (INC.) 8 Halswell St. Thorndon P O BOX 3479 WELLINGTON Tel: (04) 472 1880 Fax: (04) 472 1211 The Institute, its contributors, employees and Board shall not be liable for any loss or damage sustained by any person relying on this report, whatever the cause of such loss or damage. CONTENTS 1. Introduction..............................................................................................................1 2. INDUSTRY REGULATION.....................................................................................3 2.1 The Wheat Board.................................................................................................4 2.2 Bread Price Control ..............................................................................................7 3. DEVELOPMENTS AFTER 1987...............................................................................9 3.1 Changes in Wheat Growing.................................................................................9 3.2 Amalgamation and Rationalisation .....................................................................10 3.3 Merger Activity...................................................................................................12 4. WHEAT GROWING ............................................................................................15 5. FLOUR MILLING ...................................................................................................19 5.1 Demand and Supply............................................................................................19 5.2 Flour Milling........................................................................................................20 6. BREAD BAKING....................................................................................................22 6.1 Demand and Supply............................................................................................22 6.2 Bread Baking.......................................................................................................24 7. MARKET STRUCTURE..........................................................................................27 7.1 Vertical Integration.............................................................................................27 7.2 Economies of Scale.............................................................................................30 7.3 Seller Concentration..........................................................................................32 7.4 Production Capacity...........................................................................................35 7.5 Entry and Exit Conditions ..................................................................................36 8. MARKET CONDUCT ...........................................................................................39 8.1 Pricing.................................................................................................................39 8.2 Countervailing Power of Supermarkets.............................................................40 8.3 Product Differentiation and Promotion.............................................................41 9. MARKET PERFORMANCE....................................................................................44 9.1 Profitability .........................................................................................................44 9.1.1 Productive Efficiency....................................................................................44 9.1.2 Product Quality and Service........................................................................45 9.1.3 Dynamic Efficiency.......................................................................................45 10. CONCLUSIONS....................................................................................................48 11. REFERENCES .........................................................................................................50 NZTC – WHEAT GROWING, FLOUR MILLING AND BREAD BAKING II FIGURES Figure 1: A stylised view of the vertical structure of the wheat, flour milling and bread baking industries .....................................................................................................................................................2 TABLES Table 1: NZ Wheat Production: Selected years.........................................................................................16 Table 2: Sources of milling wheat in New Zealand, 1996 .......................................................................18 Table 3: Estimated flour consumption, 1996..............................................................................................20 Table 4 : Vertical integration and market shares in flour milling and bread baking, 1986 ................28 Table 5: Vertical integration in flour milling and bread baking, 1997...................................................28 Table 6 : Production cost indices for bread bakeries, Australia 1976 ....................................................32 Table 7: Number of bakeries in New Zealand, selected years................................................................33 Table 8 : Plant bakers, major brands and market (supermarket) shares, 1995......................................35 NZTC – WHEAT GROWING, FLOUR MILLING AND BREAD BAKING III 1. INTRODUCTION1 The wheat growing, flour milling and bread baking industries (henceforth, for the sake of brevity, “the industries”) are closely interrelated in various ways. A stylised view of the vertical production (though not the ownership) structure of these industries is shown in Figure 1. In New Zealand most wheat is grown to be milled into flour, with individual farmers usually contracting directly with particular millers for sale of their crop prior to sowing the seed. As the country is not self-sufficient in wheat, the local crop has to be supplemented by substantial imports, mostly from Australia. The bulk of the flour milled (together with a little imported flour from Australia) is used for bread baking, and most bread is now produced in the plant bakeries of the two major producers, which by vertical integration are also the major flour millers. Those same companies are also important producers of other flour-based goods, such as pastry and pies. By-products of flour milling – bran and pollard – are used in the stock feed manufacturing industry. Apart from these vertical links, all industry participants contribute through a levy system to fund research through the Crop and Food Institute and other bodies on wheat breeding and related matters, a process which over several decades has generated wheat varieties better adapted to local conditions and with improved milling and baking qualities. In addition, during the period of heavy regulation of the New Zealand economy from the 1930s to the 1980s, the wheat, flour and bread industries were the subject of especially stringent regulations which recognised their interdependence. This essay is concerned primarily with how the regulations impacted on those industries and, more especially, with how they have adapted to operating in free markets following deregulation over the period 1981-87. In
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